Ma'am is a Southern thang
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Exactly. I became a ma'am I guess...don't remember the first time but
I've had long conversations with certain Californians of my acquaintance who insist that ma'am is a term of insult no matter who uses it and when.
In the South, we use it (and sir) freely regardless of who is on which end of the social transaction. It's still somewhat archaic--a quaint little throwback to another era of extreme politeness.
My CA friends insist that "miss" is an appropriate substitute! As in, "Excuse me, Miss? You dropped your handkerchief." But why is miss any less ageist or sexist than ma'am? I don't get it. I just keep using ma'am and usually it is preceded by a brisk "thank you.."
Karen